SYNERGY
BRAND EXTENSION DESIGN TEAM
Claudia Aguilar Suzanne Brady Giulia Cholewczynski Nadia Egipciaco FASM 215-02 Fall 2016
COMPANY OVERVIEW Iris van Herpen was born in 1984 in The Netherlands. In 2006 she graduated from Artez Institute of the Arts Arnhem with a degree in Fashion Design. Promptly after her graduation, she started her own label in 2007. From then she has stunned the world with her truly ground-breaking collections. Her technical expertise and imaginative designs had earned her a guest spot in the prestigious Chambre Syndical de la Haute Couture in 2011. Not many are able to accomplish what Iris has crafted, which only solidifies her elite position in the artistic community. Iris van Herpen unites fine craftsmanship and innovation in technique and materials, using technology to produce a modern view on Haute Couture. Iris forces fashion to the extreme contradiction between beauty and regeneration. It is her unique way to reevaluate reality and to express underline individuality. The essence of van Herpen is articulating the character and emotions of a woman and to extend the shape of the feminine body in detail. As a lead innovator in the creative world, Iris van Herpen has stepped into the niche market of luxury furniture design. Using her advanced skills, brilliant mind, and keen eye Iris van Herpen brings a new twist to classic décor. She is always five steps ahead of the industry and her new brand extension pushes the limit of what she is capable as a designer. Her intricate 3D printed forms translate impeccably into furniture, creating functional sculptures. The new collection Synergy experiments with different textures and materials to develop a variety of home furnishings constructed for the trend setters of the world. “For me fashion is an expression of art that is very close related to me and to my body. I see it as my expression of identity combined with desire, moods and cultural setting.” “In all my work I try to make clear that fashion is an artistic expression, showing and wearing art, and not just a functional and devoid of content or commercial tool. “ “By bringing form, structure and materials together in a new manner, I try to suggest and realize optimal tension and movement.”
TARGET CONSUMER Innovative Males and Females, aged 35-50 Most likey do not have children High Disposable Income Are receptive to new ideas and technologies and confident enough to experiment. Are skeptical about advertising and mainstream media. Are future oriented, self-directed consumers. Successful, impactful individuals. Ecofriendly and culturally aware. Trend-setters.
THE BRAND EXTENSION Synergy is the new furniture collection from the couture and ready-to-wear fashion designer, Iris Van Herpen. The Synergy collection contains pieces, including a couch, a mirror, and a headboard, that are all inspired by several of Iris Van Herpen’s previous couture collections. These products are constructed from 3-D printed elements, similar to how Iris Van Herpen composes couture garments and accessories.
Prices would range from $10,000 to $75,000 per piece, and they would be sold in Iris Van Herpen boutiques worldwide as well as online via irisvanherpen.com. Some of Iris Van Herpen’s boutique locations include New York, Houston, Toronto, Montreal, Paris, and Seoul. Synergy’s target audience and fellow furniture designers would gain awareness of this collection at the World Furniture Trade Fair, through Iris Van Herpen’s social media (primarily Facebook and Instagram), and through e-mail announcements from irisvanherpen.com.
INTRODUCING: SYNERGY
Large Wall-Mount Mirror Headboard
Floor Lamp
Coffee Table
Three-Seat Couch
DIRECT MARKETING: E-MAIL
DIRECT MARKETING: WEB PAGE
WINDOW DISPLAY
IN-STORE SIGNAGE